July 13, 2005
Vodafone presents the 'Women and Mobile Phones' market research survey
Vodafone D2 commissioned the GfK market research institute to survey over 1,000 mobile phone users aged between 14 and 49 on various aspects of mobile phone purchasing and usage. The representative online survey entitled 'Women and Mobile Phones' delivered many interesting findings.
Overall, it showed that women are informed mobile phone users who know what they want. What's more, the mobile phone has become established as an important relationship management tool.
Most importantly, the survey cleared up a number of cliches. It revealed that modern-day women are self-confident and pragmatic consumers who are not only receptive to new technology, but also use it consistently for business and personal communication.
Other findings:
-- Female customers are price conscious.
-- The size and design of the mobile phone plays a subordinate role. One surprising finding is that the presumed 'typical female' criterion of colour was only accorded a priority ranking of eleven out of a total of sixteen criteria.
-- The functions that are most frequently used are text messages (92 percent), alarm clock function (72 percent), calendar (56 percent) and ring tones (50 percent).
-- However, 'technical' functions are also popular. 47 percent of the women use the integrated digital camera on the phones to take snap shots while out and about and 37 percent of respondents accord priority to wireless data transfer via bluetooth.
-- Games are used most frequently by the 14-19 years age group, and videotelephony, music download and video camera functions are becoming increasingly popular.
-- Although 14-19 year-old females are very interested in mobile phone accessories, the 30-39 years age group prefer a phone without accessories.
-- Remarkably, half of the respondents stated that they think mobile phone accessories are unnecessary 'fashion gimmicks'. They said that they don't need a phone cord or decorative pendant to make calls.
[via noticias]
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